Introduction
While the
concept of sports diplomacy is nothing new, the research of sports as a tool of
soft power both in the Gulf states and internationally remains exceedingly
understudied. Realizing the importance of sports diplomacy and its
effectiveness in image building, the Gulf Cooperation Council (GCC) countries have
taken concrete steps in this regard. The GCC countries, primarily the United Arab Emirates (UAE), Qatar,
Bahrain, and now Saudi Arabia, see sports as a means to diversify their
oil-dependent economies, build social cohesion within the bloc, and as a means
to promote soft power abroad. Indeed, sports and politics are interconnected.
Sports operate within the larger socio-political context, especially regarding
gender and youth and it has been used to influence diplomatic, social, and
political ties.
